In technical usage the two describe different treatments. Crack sealing places a flexible, usually hot-applied rubberized material into cracks that move with temperature, and the material is chosen to stretch and recover as the crack opens and closes through the year. Crack filling places a less flexible material, often a cold-pour asphalt emulsion, into cracks that are relatively stable and are being filled mainly to keep water out.
The practical difference is movement. A working crack that opens in winter and closes in summer will pull apart a rigid filler, which is why flexible sealant exists. A non-working crack does not put that demand on the material, so a filler can be a reasonable and cheaper choice.
Contractor marketing does not follow this distinction consistently, and it is not standardized across the industry the way people sometimes assume. Rather than arguing terminology, ask what material is being installed, whether it is hot-applied or cold-pour, and how the cracks are being prepared. Those three answers tell you what you are actually buying regardless of which word appears on the proposal.
For a fuller treatment of the trade-off, see crack sealing vs. crack filling and crack sealing cost.